chapter 5 Flashcards
Define the consumer buyer behavior
buying behaviour of final consumers
define consumer markets
individuals and households that buy/acquire goods and services for personal consumption
Describe the model of buyer behaviour
- buyers characteristic’s (cultural, social, psychological)influence how they react to marketing stimuli
- buyers decision affects behaviour
Which five factors affect consumer behavior
- cultural
- social
- personal
- psychological
Explain cultural factors in affecting consumer behaviour
- culture, growing up values, cultural shifts
- subculture, groups of people with shared value systems (religions, racial groups)
Explain social factors in affecting consumer behaviour
- membership groups: groups to which a person belongs in a social context
- reference groups: shape. person’s attitudes, behaviour’s, by face-to face interactions or by the media.
- aspirational groups: groups an individual wishes to belong to
personal factors influencing consumer behavior
- age and life cycle
- economic situation
- personality
- brand personality: sincerity, excitement, competence, sophistication and ruggedness
explain motivation as a psych factor affecting consumer behaviour
- > need becomes a motivation when it is aroused to a sufficient level of intensity
–> masolows hierarchy of needs: human needs are arranged in a hierarchy
psychological factors affecting consumer behaviour
- motivation
- perception
- learning
- beliefs and attitudes
explain the types of needs nthat affect consumer behavior
- social needs: feeling accepted
- esteem needs: feelign good about youself
- self-actualization needs: realising personal potential
explain how perception is related to consumer behavour
- how people select+organize, interpret information to form a meaningful picture of the world.
types of perception
- selective attention: tendency for people to screen out most info exposed
- selective distortion : interpet information that supports their attitudes or beleifs
- selective retention –> remeber good things made abour brand they favor and forget goof points made of other brands.
define learning
- change in an individuals behaviour arising from experience that accur by cues, drives ,stimuli, responses etc.
define belief and attitude
- belief–> descriptive thought person has about something based on
- knowledge
- opinion
- faith - attitude–> persons consistent evaluation, feelings and tenderncy towards an idea.
What are the 4 types of buying decision behaviour
- complex buying behavior
- dissonance-reducing buying behavior
- habitual buying behavior
- variety-seeking buying behavior
explain the complex buying behavior
- high involvement
- significant differences between brands
explain dissonance-reduicng buying behaviour
- high involvement
- few differences between brands
explain variety-seeking buying behavior
- low involvement
- significant differences between brands
habitual buying behavior
- low involvement
- low brand difference
Explain the buyer decison process
- need recognition->consumer recognizes problem triggered by internal/external stimuli
- info search–> motivated to search info
- alternative evaluation-> uses info to evaluate alternative brands in choice set
- purchase decision
- post-purchase behavior–> action taken whether they are satisfied or unsatisfied
- post-purchase customer satisfaction: key to being profitable
describe customer journey
- sum of ongoing experiences consumers have with a brand that affect buying behavior
- work to create brand experience for positive brand purchase
describe the adoption process
- mental process individual goes though from first learning abour an innovation
- awareness
- interest
- evaluation
- trial
- adoption
individual differences in innovatiness
- innovators–> try new ideas at some risk
- early adopters–> adopt ideas early
- early mainstream: adopt new ideas before average person
- late mainstream: innovation after majority people have tried it
- lagging adopters: adopt innovation onlt when it has become tradition
influence of product characteristics on rate of adoption
- relative adv: degree of superiority
- compatibility: degree innovation fits values of potential consumers
- complexity: degree innovation is diffocult to understand
- triability: degree innovation can be tried on a limited time
- observability–> degree innovation can be observed to others
5 brand personality factors
- sincerity
- excitement
- competence
- sophistication
- ruggedness
